#DenimLovers Take Selfridges

SELFRIDGES recruited Jourdan Dunn and Rosie Tapner to star in its innovative new #denimlovers project - starting with a public photo shoot last night - in celebration of the London store's impressive new Denim Studio. Watch the video above for a tour through the space from Judd Crane, director of womenswear at Selfridges, plus our exclusive interviews with Dunn and Tapner as they prepared for the live shoot.

Photographer Tom Craig led last night's charge, inviting press and industry guests along to the Selfridges Hotel to watch - and take part in - the shoot, as it happened. While Dunn (in J Brand 811 Vista skinny jeans and trainers), and Tapner (in denim cut-offs, a waist coat and cowboy boots), struck a series of poses to a soundtrack of Pharrell, Daft Punk and Robin Thicke, guests were invited to snap pictures of the girls on their phones - to be used in a mass collage as part of the final campaign.

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#DenimLovers Take Selfridges

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While the guests - all in denim, obviously - then sipped on blue iced Margaritas and enjoyed Ciate denim manicures, Craig and his team got to work choosing the best of the pictures that had been submitted. The full campaign will be unveiled on Monday.

Selfridges' new denim studio - open now - spans an impressive 26,000 feet and features over 11,000 pairs of jeans from across 60 different brands.